Dr. Weinschenk is definitely ahead of the curve. In this era where every click can be counted, expect to see clinical doctors, psychiatrists, psychologist and other highly skilled professionals applying their craft to business, especially online. This trend arrives just as online marketer's palates are craving more numbers to show the ROI of their strategies.

A Formula That Works

Dr. Weinschenk usually begins each chapter with an easy-to-read explanation of a seminal study, then delves into the ramifications of the findings, and finally relates these findings to online business. It's a familiar formula as you progress through the book, but it definitely works.

It's easy to make the connection between the study and the marketing goal; it never feels forced or phony. There were, in fact, a few instances where I wanted way more depth.

This flow - from science to application - is smooth and natural. There were a few instances where more science would have been welcome rather than colloquial stories, but these instances were few and didn't take away from the major, and very pertinent, lessons.

Good For Everyone

Don't let the title of the book fool you: Neuro Web Design: What Makes Them Click? is for more than just designers. Anyone who works in an agency - especially copywriters, content analysts, information architects and of course designers too - will get a lot out of this book.

In fact, I would agree there is at least as much here for copywriters and content analysts as there is for designers. Studies in human behavior can be applied to a number of disciplines, but copy's natural adherence to business objectives and messaging (usually a little more than artists) lends itself to this sort of rigorous study.

Science Or Theory?

One small note: I find that marketing books generally fall into two categories - think-y books without many citations like anything by Godin or Toy Box Leadership and then those with copious notes like Made To Stick.

Weinschenk's falls in a strange middle area. I understand this is likely an attempt to appeal to a broad audience, though I would have liked to see it fall onto the meatier side of the equation. She's so strong on the science, I hope her next book delves deeper into the studies, even if it's less accessible. I think many readers would find it worth the effort and it would be truly unique for the professionals who live and breathe online marketing.

It doesn't matter your experience level or job title. Anyone who works in marketing, especially at an agency, needs to read this book.

Her Other Work

Read more about Dr. Weinschenk's work on her blog at http://www.whatmakesthemclick.net. She also has two podcasts (one audio, one video) on iTunes that summarize key stories in her book. Dr. Weinschenk - those are great, please make more!

DJ Francis

DJ Francis is a content strategy expert based in Boulder, Colorado. He has been involved in content strategy and content marketing work as part of larger digital marketing projects for clients like USAA, Humana Insurance, Anheuser-Busch, Aveda and General Mills.

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